brown tourist signs wales

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• Tourism brown signs

Page updated on: 07/09/2023

You will need to demonstrate that signage will be used to help direct people to the location rather than to promote your business/organisation. You can apply for brown signs for visitor attractions, hotels / guesthouses, restaurants, pubs, youth hostels, camping and caravan sites, places of worship and also towns and villages that find themselves bypassed by a major road.

You will need to provide the following information with your application:

• Your personal details and business details
• Your business must be recognised by Visit Wales and a member of its quality assurance scheme or an alternative recognised assessor  that is appropriate to the destination. 
• Location and number of signs required. Provide a map showing the exact location.
• If you have any existing advertising signs you will need to provide a map showing their location.
• Similar business / facilities in the area. 
• If your business is less than 10 years old and you've done any work that required planning permission you will need to send proof that this has been granted.
• How you promote your business and provide directions to visitors. This could include examples of promotional literature, advertising, website etc.
• Parking facilities.

Your application will be assessed from both a tourism and traffic management perspective. The traffic management team will look at different elements that may affect whether the business is eligible for signage, for example if the highway can accommodate signage, how many signs may be required, etc.

If your application is approved you will receive a formal quote for the signs. The cost varies depending on the number of signs you require.

There is a £250 + VAT non-refundable administration fee for your application to be considered. You are also responsible for any future maintenance and costs.

Apply for brown tourism signs (pdf)

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Promote your business

We can help you reach your audience and increase your bookings through the Discover Carmarthenshire website.

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Find out more about Tourism in Carmarthenshire.

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Find out more about the Visit Wales quality assurance scheme.

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Return your application form to

Traffic Management Section Parc Myrddin Richmond Terrace, Carmarthen SA31 1HQ

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Procedure and advice guidance (PAG) 103/13: brown and white signs

Guidance on eligibility and applying for a tourist destination sign.

Read details on this page

For information about brown and white signs please visit the Business Wales website .

Information

There is no cost for an application for tourist signing but there is a set criteria.

If an application is successful, applicants will be required to pay for the sign(s) and their installation.

For more information email: [email protected]

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Brown and white tourism signage – updated guidance available

Tourist signs are distinctive brown signs with white text used to direct drivers to a tourist destination in the final stages of their journey. Updated guidance for this signage is now available.

https://businesswales.gov.wales/tourism/brown-and-white-signs

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• Road infrastructure
• Traffic signs, signals and markings

Apply for brown tourist signs on roads that Highways England manage

How to apply for brown tourist signs for tourist attraction or facility located directly off a road managed by Highways England.

Use this process if your attraction or facility is accessed from a motorway or A road managed by Highways England . It may be accessed directly or via a private driveway or slip road.

If your attraction is accessed from an A road not managed by Highways England or by a minor road, you should contact the relevant highway authority instead. In London the highway authority is Transport for London . Outside London the highway authority will be the local authority responsible for the venue location.

Highways England is responsible for motorways and major roads in England. For other parts of the UK you will need to contact other authorities as follows:

• for Scotland contact Trans­port Scot­land
• for Wales contact the Welsh Assembly

Costs for design and installation

As the applicant, you will need to cover the cost of any agreed tourist signs. A single sign may cost £8,000 to £20,000 to design and install if sited on a single or dual carriageway, depending on the size of the sign. A single motorway sign may cost £17,000 to £40,000. Many design options are available; Highways England has provided these costs ranges give you an indi­ca­tion of your pos­si­ble outlay.

Highways England manages high speed routes with a major impact on local and national economies. As such precautions must be taken to ensure that signage is appropriate and installed safely. Highways England may also need to take into account the cost of future maintenance. This means the design and delivery process for placing signage on strategic roads is generally more expensive than for local roads.

Eligible venues

Brown signs help road users find attractions and facilities.

An attraction is a place people visit for pleasure and interest, for example:

• historic building

A facility is a tourist amenity, for example:

• guest house
• camping ground
• picnic site

Only attractions can be signed from a motorway. Both attractions and facilities can be signed from A-roads. Brown signs may only be provided where visitors would have difficulty finding the location.

It’s not possible for every tourist destination to be signed due to the number and variety of tourist destinations. Occasionally Highways England cannot agree to provide tourist signs, even where the destination is eligible. This could be due to:

• excess signing demand
• high environmental intrusion
• significant impact on road safety

Ineligible venues

Tourist signs cannot be used for:

• retail outlets
• shops or shopping centres
• garden centres (including those with food outlets, play areas and additional retail outlets)
• exhibition centres or conferencing facilities

Application process

You should use this process for attractions and facilities accessed directly from roads managed by Highways England. Check the roads managed by Highways England before you apply.

Signage design and installation does take time. Unforeseen factors, such as the presence of underground cables or pipes that need diverting, can cause delays. Please allow at least 9 months from start to finish.

• Complete the Application form for tourist destination signing on trunk roads ( PDF , 75.4 KB , 5 pages ) and send it to Highways England at [email protected] .
• Highways England will consider your eligibility against the criteria and liaise with any other relevant authorities as needed.
• Highways England will contact you to explain whether you are eligible and to outline any appropriate signage and likely costs.
• You must pay a deposit in order to proceed. Highways England will provide payment details when they contact you.
• Once Highways England receives your deposit they will arrange for detailed design work to be carried out.
• Highways England will then give you a firmer estimate for completion of the work and ask if you would like to proceed.
• If you do not wish to proceed, Highways England will return your deposit minus any costs incurred so far.
• If you do proceed, the Highways England will set up a legal contract known as a Section 278. Once the contract has been signed by all parties, you will be invoiced for any remaining payments
• If the final cost is lower than the cost agreed, you will be reimbursed the difference.

Once installed, tourist signs become the property of the relevant highway authority to maintain as required.

Further information

Tourist (brown) sign application process and application form

PDF , 32.5 KB , 5 pages

This file may not be suitable for users of assistive technology.

Traffic signs to tourist destinations and leisure facilities in England – signing for motorways and all-purpose trunk roads: TD 52/17

PDF , 1.45 MB , 26 pages

Traffic signs to retail destinations and exhibition centres in England and Wales - trunk roads: TD 53/05

PDF , 349 KB , 15 pages

Application form for tourist destination signing on trunk roads

PDF , 75.4 KB , 5 pages

Added document 'Application form for tourist destination signing on trunk roads'

Replacement of document 'Traffic signs to tourist attractions and facilities in England' with up-to-date document. Removal of documents TA 93/04 and TA 94/04 as they are no longer used.

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Brown Tourism Signs

What are tourism signs used for.

Brown tourism signs help people find their way safely along the most suitable route to a tourism destination.

Tourism signs direct tourists to attractions or facilities:

Attractions include: visitor centres, theme parks, historic buildings, museums, zoos, parks and gardens, natural attractions, areas of special interest, galleries, sports centres, concert venues, theatres and cinemas.

Facilities are: touring caravan and camping parks, picnic sites and tourist information centres and points. We will also consider remote hotels, guest houses and B&Bs, pubs, restaurants and holiday parks (where these places are outside the boundary of a village or town).

If you would like signage on the A55, A470 and A5 please visit the Welsh Government website. https://gov.wales

Is my business eligible?

Your attraction or facility must:

• Be recognised by Visit Wales or an organisation approved by Visit Wales.
• Have adequate off-road parking on site or close to the attraction.
• Include direction to the attraction, including a map, in your advertising material.
• Provide a service or entertainment as your primary purpose
• Have the relevant planning consents in place for the business.

There are also specific criteria for some tourist facilities:

• Camp sites that facilitate tents must be licenced under the Public Health Act 1936 and have a minimum of 20 pitches for casual overnight use.
• Touring camp sites must be licenced under the Caravan Sites and Control of Development Act 1960 and have a minimum of 20 pitches for casual overnight use.
• Marinas must have more than 100 berths or 20 for canal based marinas.

How do I apply for tourism signs?

You can make an initial application by clicking on the button below. We will assess your application to decide whether installing tourism signs is suitable and appropriate.  Consideration will be given to road safety, traffic management and visual impact. Someone from our team will be in touch to complete your application.

The costs of the signs depends on the number and location of signs and the designs chosen. Before we start any work on the signs, we will give you a quotation for any costs you will need to pay.

Who will be responsible for the signs once in place?

The signs remain in the ownership of Conwy County Borough Council.

When a sign needs replacement because of fair wear and tear or if business circumstances have changed you may have to submit a new application.

If replacement signs are needed because of highway changes Conwy County Borough Council will cover the costs.

If a business no longer meets the eligibility criteria for brown signs, Conwy County Borough Council retains the right to remove the signs for that attraction or facility and ask the business to meet all the costs incurred.

Conwy County Borough Council retains the right to review the signage in a particular area when necessary.

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Follow the brown signs

Quick inspire me..., random brown sign of the moment, random brown sign selector, mid-suffolk light railway museum.

A group of enthusiasts have recreated part of the Mid-Suffolk Light Railway which ran for about 50 years from Haughley to Laxfield. It served the local community carting various goods from coal to bombs. Steam trains run from Easter to the end of September. In December there are a number of ‘Santa Specials’ when trains run to ‘North Pole Halt’....

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Intrigued by brown signs? Well, me too…

Brown tourist signs point to diverse and brilliant attractions, from the mainstream to the downright quirky and every one is unique, important and meaningful in it’s own special way. The goal is get as many on the map as possible and to celebrate the varied, fascinating people and places you discover when you’re brown signing, everyone can help, so  get involved !

I’m always looking for people to help build a wealth of info, links, histories and general interestingness about British attractions, so if you’re from a special interest group or enthusiast of any description please  email me  to  contribute 🙂

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My sister sent me a text last week saying “they’ve just announced a new sleeper train service from Paris to Berlin”. “Shitting bloody WOW!” I responded, naturally. And in the split second after reading that text it was decided in my mind that I would be getting on that train. […]

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Application for Welsh Tourist Sign Made Simpler

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Many more tourist signs will soon crop up around Wales due to new transparent guidelines made by the Government which will make it easier to apply for a tourist destination sign.

This will make many more businesses eligible for a brown tourist destination sign as the changes take note of new variables such as: number of visitors distance from trunk road and seasonal variance in visitors numbers.

The results could see golf clubs become properly signed and even seasonal tourist destinations.

Furthermore partial grant funding has opened up for prospective tourist businesses available through the tourist investment support group.

The new measures are the brainchild of a public consultation exercise carried out to make the entire process clearer to businesses and the public.

Minister for the economy science and transport Edwina Hart said: “Tourism infrastructure such as tourist traffic signs play an important part in a visitor’s experience. They can make a difference between a satisfied or alienated visitor and are an example of how we can work together to build successful tourism destinations.

“The new guidance for tourist traffic signs focuses on local needs and offer greater flexibility in dealing with tourist signing on the trunk road and motorway network in Wales.”

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Doctor Who exhibition gets its own brown tourist signs

THE Doctor Who exhibition has been put firmly on the map in Cardiff thanks to new brown tourist signs.

• 00:00, 18 APR 2008
• Updated 01:25, 29 MAR 2013

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The exhibition at the Red Dragon Centre, in Cardiff Bay, was awarded its own official tourist signs by the council, identifying it as one of capital city’s main tourist attractions.

The signs which are branded with a Dalek symbol have now been put up in the city and lead the way to the popular Doctor Who Up Close exhibition which showcases props, costumes and monsters from the series.

Exhibition manager Jackie Jones said: “We have seen a surge in visitor numbers and interest in the exhibition since filming began here in Cardiff, particularly from young children who are the new generation of Doctor Who fans.

“We change the exhibition all the time to add the latest props so we are also seeing an increase in return visitors.”

Emma Johnstone, marketing manager at the Red Dragon Centre, added: “The increasing popularity of the series has put Cardiff Bay firmly on the list of tourist attractions in Cardiff.”

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Brown signs installed following years of efforts

Brown tourism signs highlighting attractions off North Wales' busiest road have finally be installed following years of campaigning.

MPs, MSs, Councillors and people with businesses near the A55 have long been calling for signs directing motorists to places of interest in St Asaph, Denbigh and Rhuddlan.

Welsh Government guidance on brown signs states destinations must be within 10 miles (16km) and attract 60,000 annual visitors to qualify, which initially ruled out places such as Denbigh and Rhuddlan Castles and St Asaph Cathedral.

However, following pressure from Vale of Clwyd MP Dr James Davies and others, including local councillors, the A55 Vale of Clwyd signage has now been installed on both the westbound and eastbound carriageways of the expressway.

Vale of Clwyd MP Dr James Davies, who became involved in the campaign back in 2015 when he was first elected as the MP for the constituency, said:

“I am extremely pleased that these signs are finally in place. It can be easy to forget that we have such impressive historical landmarks on our doorstep, and it has been a huge missed opportunity not to have been promoting these to visiting drivers in the region.

“It has taken many years of effort to put everything necessary in place, but the signs are now in prominent positions on the A55 and will hopefully be instrumental in boosting visitor numbers to the locations featured.

“I wish to thank all those in the local community who have worked so hard to achieve this end result. I have contacted Denbighshire County Council Highways Department to also thank them for all their work on this and to press the need for eastbound brown signage for Rhyl (at Pensarn) and Prestatyn (at Abergele), and a replacement westbound sign for Rhyl. I have been told that they are about to conduct a review of tourism signage and these signs will be within the scope of this."

St Asaph County Cllr Peter Scott, who was involved in the brown signage campaign from the start, said: 

“I first became involved in this project during my time as Deputy Mayor of St Asaph in 2010.

“It has been a lengthy process, so it is great that the signs are finally in place.”

Rhuddlan County Councillor, Ann Davies, added:

“We have been calling for these signs for years, so I very much welcome their installation and look forward to Rhuddlan benefitting from the additional visitor numbers they will hopefully bring to the town.”

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Brown tourist signs

Find out where and how to apply for tourist signage for your Quality Assured business.

Make your business easier to find

Available to eligible quality assured businesses, how to apply for a brown tourist sign, a quick guide to making your application.

Confirming your eligibility and applying to your local authority roads department

Check that you qualify as a tourist destination

A tourist destination is defined in traffic sign legislation* as a permanently established attraction or facility that:

• attracts or is used by visitors to an area
• is open to the public without prior booking during its normal opening hours
• is recognised by us

*As defined by The Traffic Signs Regulations and General Directions 2016

Request your letter of accreditation

Before you apply for a brown tourist sign, Quality Assured businesses will need an official accreditation letter. To ask for one, eligible businesses should contact  [email protected]

Not a member of Quality Assurance?

If you're not an existing member and would like to apply for brown tourist signage, please get in touch with our team by emailing [email protected] for guidance on your next steps.

Find out more about our Quality Assurance scheme closure.

Please note that we are responsible for approving eligibility to apply for signage. Our remit does not include responsibility for approving signage.

Apply to local authority roads department

Once you have your accreditation letter you can make your application. Your first point of contact should be your local authority roads department. They manage all requests and can progress your application on local roads. Approval is their decision.

Where applicable,  you may asked to liaise with Transport Scotland or one of its operating companies. This is the case for signage requests on trunk roads or motorways.

Further advice and guidance on tourist signs

The purpose of tourist signs is to provide clear directions to enable visitors to reach quality tourist destinations safely by vehicle. Example of tourist destinations include:

Establishments primarily acting as retail outlets (including retail parks, shopping centres and garden centres) are only eligible for tourist signs if recognised by us as a "tourist shop" through our visitor attraction Quality Assurance Scheme in addition to meeting all the other relevant criteria.

Tourist destinations not eligible for tourist signposting: 

• exclusive use venues
• group accommodation providers 
• where multiple units have a manned reception area and have on-spec accommodation available on a nightly basis
• where the accommodation is eligible for traffic management or road safety issues in certain circumstances
• worshiping churches

Frequently asked questions

The information shown on a tourist sign must conform to the designs prescribed in the  Traffic Signs Regulations and General Directions (TSRGD) . Effective signs provide clear information allowing visitors to reach a destination safely. A tourist sign will show the name of the business, distance to the business (where appropriate) and the VisitScotland thistle logo. Further information on this can be obtained from your local authority. 

If eligible, for existing Quality Assurance members we can issue the accreditation letter within five working days.

We cannot issue a letter of accreditation in advance of a Quality Assurance award being conferred.

If you take over a business that has a tourist sign then you need to meet the criteria to be eligible. This includes continued participation in the relevant Quality Assurance Scheme.

If you sell your business and have a tourist sign, remember to pass the details to the new owner. It will become their responsibility, and they will need to be Quality Assured to retain the sign(s). 

To retain eligibility for tourist signposting you must meet the Quality Assurance criteria on an annual basis. 

You will be liable to have your sign removed at your cost if:

• you withdraw from a Quality Assurance Scheme
• you fail to achieve an award
• you no longer meet the eligibility criteria

It is advisable to have a realistic understanding of the likely costs.

Costs are influenced by the type of road as well as the distance to the destination.

Prices can start from several hundred pounds for signs on local roads. Prices can escalate to many thousands of pounds for motorway or trunk road signing.

You should have appropriate funding identified before proceeding with an application.

Tourist signs take time to be installed. The process includes approval, agreement on location and number of signs, manufacture of the signs and setting them up. The majority of applications are usually concluded within six months. Occasionally the process can take significantly longer depending on the complexity involved.

To be eligible for signs on the motorway network your establishment should be Quality Assured. It should also receive at least 50,000 visitors each year, or more than 10,000 visitors in the peak month. In either case, these thresholds should have been met in each of the previous three years.

Please note that these visitor number thresholds apply only to motorways. There is no visitor number requirement for non-motorway trunk roads (A class roads).

Adequate car parking to accommodate the volume of vehicles expected to visit is also taken into consideration.

For further information, please  read Transport Scotland's trunk road and motorway tourist signposting guidance . 

Contact us with your signposting enquiry

Our team can help answer any signage queries you may have

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